The relationship among work values, job engagement and turnover intention: Focusing on Millennials in 85℃ coffee shop in Taiwan

(1)

Global Business Program, School of Business Thesis

The relationship among work values, job engagement and turnover

intention: Focusing on millennials in 85℃ coffee shop in Taiwan

Student: Eddie Yi Lee (李易)

Advisors: Dr. Chyanlong Jan (詹乾隆), Dr. Yihsuan Wu(吳怡萱)

July 2018

(2)

The relationship among work values, job engagement and turnover intention: Focusing

on millennials in 85℃ coffee shop in Taiwan

A Thesis Submitted to Soochow University

in partial Fulfillment of the Requirements for the Degree of

Master of Business Administration In

Global Business Program

By

Eddie Yi Lee

Global Business Program, School of Business, Soochow University July, 2018

(3)

(4)

Acknowledgement

After experiencing through a serious of ups and downs in order to complete this thesis paper, the process of discussion, data collection and oral defense seem to be essential and yet, priceless to become a part of my learning journey. For that, I am grateful and glad to acknowledge that I have made it to achieve one of my study goals during the two-year student life in Soochow University.

As I could recall, I have encountered several difficulties with linking up the right track in terms of management knowledge, which is the field I lack of. Fortunately, with the support of my parents, I know that boosting my study to the next level in Global Business Program in Soochow University is definitely the right decision for me. Yet, I want to especially show my appreciation and gratitude to my professors, Dr. CL Jan and Dr. YS Wu for attentively guiding me with their excel teaching as well as patience, which the excellent result could be viewed. Moreover, I also want to thank our secretary Yi-Ching Serena Chiang for supporting me with thesis format as well as other associated matters.

Last but not least, I am very glad and grateful to become a member of the GBP family in Soochow University, where this wonderful environment I extended my potential to possibility.

Eddie Yi Lee, 8/29/18

(5)

Abstract

Under the economic environment of high-flowing turnover rate, various industries have encountered the problem of how to retain and collect valuable human resources in order to resolve the matter of talent shortage. Yet, by acknowledging that the young millennial generation has become the main group resource of labor talents, organizations and companies are currently coming up with strategies to deal with these group of young employees for company benefits.

As a result, this study aims to discuss the relationship among possible factors relating to millennial workers’ work values, job engagement and turnover intention in order to take a deeper look into one of the well-known coffee chain shops, 85 in ℃ Taiwan with the execution of quantitative questionnaire, which the data result allows people to fully understand the situation in accordance with how altered work value held by millennial generation significantly influence the production of their negative intention to resign currently engaging occupation. In conclusion, the study has the potential to offer a promising reference for existing industries or follow-up researchers who aim to penetrate deeper into similar topic in order to effectively resolve the issue of high turnover rate dwelling in modern economic society.

Key words: Millennials, work value, job engagement, turnover intention

(6)

i

List of Tables

Table 1. Personal attribute of age ... 26

Table 2. Service seniority ... 26

Table 3. Work value questionnaire ... 27

Table 4. Job engagement questionnaire ... 28

Table 5. Turnover intention questionnaire ... 29

Table 6. Reliability of work value scale ... 33

Table 7. Statistics of reliability on work value scale... 33

Table 8. Reliability of job engagement scale ... 33

Table 9. Statistics of reliability on job engagement scale ... 33

Table 10. Reliability of turnover intention scale ... 34

Table 11. Statistics of reliability on turnover intention scale ... 34

Table 12. Pearson correlation test ... 35

Table 13. Descriptive analytic chart of personal attributes ... 38

Table 14. Descriptive statistics 1 ... 40

Table 17. Pearson correlation 1 ... 45

Table 20. Paired sample statistics 1 ... 48

Table 21. Paired sample correlation 1 ... 48

Table 22. Paired sample t-test 1 ... 48

Table 24. Paired samples correlation 2 ... 50

(8)

ii

Table 27. Paired sample correlation 3 ... 52

Table 29. Model summary 1 ... 54

Table 30. ANOVA test 1 ... 54

Table 31. Coefficient test 1 ... 54

Table 32. Hypotheses conclusion ... 55

(9)

iii

List of Figures

Figure 1. Research process ... 5

Figure 2. Turnover Intention Model... 15

Figure 3. Job engagement comprehensive model ... 17

Figure 4. Conceptual framework ... 21

(10)

1

Chapter 1 Introduction

1.1 Research Background and Problems

As the fierce competition continues rambling in the industrial market, enterprises, chain stores and convenient stores, like Seven-eleven, Family mart, are seeking strategic and managerial approaches to rival against each other and to survive by coming up with innovative or creative products in order to attract customers of all ages.

This form of mainstream marketing has altered from concentrating on product quality to quality service in the late past few years. To simply put, customers are now more willing to purchase products under the state of receiving satisfied service instead of acknowledging products’ merit beforehand. Therefore, elevated standard of quality service is now considered as a common strategy, yet more as a key element not merely to stay alive but to lead ahead among tremendously large number of competitors by winning customers’ hearts with implementing quality employees with guaranteed service regarding as the company’s business core.

When it comes to quality service, “human resources” is an issue worth for shop owners and entrepreneurs to ponder about and to learn how to manage their employees to become more “valued” because it is crucial for workers’ performances to be increased in order to provide the best service and quality for sure. Thus, it is a necessity for enterprises to acquire human resources, who can generate functions such as rareness, value and imitability so as to demand the sustainable competitive advantages under the present environment (Wright, 1998). Moreover, these valuable intangible asset functions are all originated from employees holding with high skills and knowledge within companies that can motivate and enhance their product amelioration as well as

(11)

2

service (Wright, 1998). In other words, organizations have started to gather, yet concentrate on the field of human resources through selecting the appropriate talents to gain adaptability, which will benefit the company on both earning profits and overcoming crisis. Nevertheless, owning the best talents is not enough; it is only to make the best use of efficient management and human resource activities to boost both employers and employees to another level.

In addition, work value is the main factor for every individual to choose their occupations and conducting career plannings which has a profound impact on their pursuit of job satisfaction (Super, 1970). Therefore, designing an appropriate management process plays an important role by understating employees’ work values, which would influence their mindset towards works correlated to job engagement.

When enterprises validly apply the right management upon their employees, competitive advantages of the organization would definitely be strengthened resulting from employees becoming more “valued” as job engagement elevates. Furthermore, interacting psychology has now considered even more important while the term discusses how individuals interact with the organization which would thus influence employees’ mindsets and attitudes upon their works. For instance, “the research of the correspondence between the value of organization and individual (邱瓊萱, 1999)”

mainly discusses while people are selecting occupations, they will take a point where the value of the organization and individual will correspond integrally into consideration as a deciding factor (Chatman, 1989). Young applicants are more willing to enter the company that is well-known and possesses a clear organization goal along with positive company spirit in the industrial field.

After fully understanding employees’ engagement as well as their mindset toward

(12)

3

occupations, turnover intention could be effectively decreased with high possibility. In Mobley’s (1979) developed model, employees would be affected by the feelings they attached to occupations and whether the value of the job equally coherent to their own controlled values or not while evaluating and comparing with their previous job experiences (Mobley 1979). What is more, it is indicated that employees’ performances and their level of dedication in jobs would make an impact to turnover rate as well as job satisfaction (Rabinowitz & Hall, 1977).

The Taiwanese coffee chain shops and self-serve bakeries 85℃, which currently owns nearly a thousand branches both domestically and overseas sets a great example of the top-leading corporate champion in Taiwan catering service industry. According to survey, Taiwan has around four hundred branches located from Northern to Southern part of the country which also indicates that customers have already built a strong connection with the brand on marketing aspect. That is, brand loyalty. However, on the human resource aspect, more and more people have begun not merely to purchase the brand’s products, but eager to enter this well-developed, successful company owing to its utmost renowned nickname “Starbucks of Taiwan”. This is also the main reason why numerous people are now working in 85 ℃ coffee chain shops regarded as a meaningful occupation which is common among applicants of young generation as their one of their top choices after initially stepping into society. However, the millennials (young generation 1980-2000) see this job as their part-time favorite instead of a steady,

“meaningful” occupation due to their mindsets toward the brand itself. Hence, it could be calculated that high turnover intention would be created which also becomes the brand’s obstacle and problem to retain young applicants from constant leaking.

(13)

4

1.2 Research Objective and Purpose

This research paper aims to discuss the relationship between job engagement and turnover intention of the millennial generation in 85 ℃brand coffee shop, and purposely take a deeper look into the mindsets of younger generation upon their definition of meaningful occupation. With how to manage human resources in modern enterprises along with the existing issue similar to high flowing of turnover intention, as a future potential talent, I eager to zoom in through the scope in order to thoroughly comprehend the currently business environment we are dwelling in and hopefully this research could become a beneficial or significant support for the brand 85 ℃ development on human resource management area. The purposes of the thesis are:

1) Discuss the relationship between millennials’ personal attributes and turnover intention of employees in the brand 85 ℃coffee shop under current situation.

2) Discuss the correlation between work value, job engagement and turnover intention of employees in the brand 85℃ coffee shop under current situation.

1.3 Research process

The research process adopted for this thesis includes topic selecting, literature data gathering and discussing, establishing research structure, questionnaire designing, questionnaire result retrieving, statistic analyzing and lastly conclusion and suggestion.

The overall research process is shown as following:

(14)

5

Figure 1. Research process Research topic selecting

Literature data collecting & discussion

Research structure establishing

Questionnaire designing & adjustment

Questionnaire distribution & retrieving

Statistic data analyzing

Conclusion &

recommendation

(15)

6

Chapter 2 Literature Review

2.1 Definitions of terms

In this section, I would be introducing 6 terms of definition, which are millennials, values, work values & influence factors, job engagement, turnover and turnover intention.

2.1.1 Millennials

Millennials, comprises with 76 million individuals, is the newest generation to enter society for engaging in or available for work who were born from 1980 to 2000 (Jefferies & Hunte, 2003; Cennamo & Gardner, 2008; Lyons et al., 2005a). They are the most optimistic, educated generational cohort group in U.S. history (Zemke, Raines,

& Filipczak, 2000) who are considered as talent pool by numerous organizations. Also, employers are looking for means to collect and retain this group of young potential for promising human resources of the companies (Glass, 2007; Howe & Strauss, 2000; C.

Martin & Tulgan, 2001) in order to pave the way to company success.

Yet, this group of individuals grows up under the environment involving computer technology, communication, multitasking, text messaging as well as computer messaging (Alsop, 2008; Tulgan, 2009). With access to personal computers and smart phones since childhood stage allows them to travel virtually (Lancaster & Stillman, 2002; Ryan, 2007). Therefore, they have more access and freedom to travel and to move across borders compare to the prior generations. Furthermore, they are also described as social, street smart, responsible, and achievement oriented (Jefferies & Hunte, 2004;

(16)

7

Lancaster & Stillman, 2002; Tulgan, 2009). They are the most watched-over generation in the history who accept authority, respect rules, and are optimistic about the future (Jefferies & Hunte, 2004; Alsop, 2008; Zemke et al., 2000).

Nevertheless, Millennials, shown as a generation indulged with praise and attention, are often depicted from confident to arrogant (Cekada, 2012). Indeed, they are uniquely different owing to their personal goals, achievements and desires, but these traits seem to create contradict while them showing interest working well spontaneously.

For example, Alsop (2008) also addressed how frequently contemporary research literature portray millennials as narcissistic as well as egocentric, what is more that they are also characterized as the most philanthropic generation in history according to the report by Pew Research Center (Taylor & Keeter, 2010).

Perhaps these contrasting behavioral beliefs are the reasons why millennials is a generation involve strong representation such as assertive, confident, and entitled (Twenge, 2006).

After introducing the generation of millennials, there are also other generation, which are categorized in the following section:

1) Veteran: Individuals born in the US between 1925 and 1945, who grew up in the environment encountered by the Great Depression and World War II (Alsop, 2008;

W. Strauss & Howe, 1991; Zemke et al., 2000); and moreover considered as the Silent Generation (W. Strauss & Howe, 1991), Traditionalists (Zemke et al., 2000), and the WWII Generation (Zemke et al., 2000).

2) Baby Boomers: Individuals born in the US between 1946 and 1964 (after World

(17)

8

War II) who grew up in an era of progress, optimism and opportunity (W. Strauss

& Howe, 1991)

3) Generation X: Individuals born in the US between 1965 and 1979, who grew up in an era of technological savvy and were raised in the age of dual-career families;

also known as the 13^th Generation (Zemke et al., 2000), Baby Busters (Zemke et al., 2000), Post-Boomers (Zemke et al., 2000), and the Lost Generation (Zemke et al., 2000).

2.1.2 Values

What are values? Values are enduring beliefs and the preference states that individuals or the society behave towards any modes of conduct or to any kinds of end- state of existence (Rokeach, 1973). From viewing this point of view, values maintain the function to lead and produce individuals’ final behavior that influences decision making and yet, to support ones to make the best solution to resolve conflicts. Moreover, values also possess the function of stimulating personal achievement of individuals (翁淑緣，1984). Furthermore, values are described as the unconsciousness of individuals developing through a series of impact of society, culture, and also personality (Hofstede, 1980; Dose, 1997).

However, some stated that values involve positive and negative interpretations, which implicate the behaviors or outcomes are preferable conducted by individuals. For that reason, objectivity and rationality cannot be found in values. In other words, values are the most basic foundation of understanding attitude, consciousness, personality and a sense of encouragement (Robbins, 1992). Besides, values could be learnt which are positioned as standards for individuals or groups to execute better decisions through a

(18)

9

more accurate precision (Peterson, 1972).

Values could be categorized in four aspects (Enz, 1986):

1) Environmental-related 2) Work-related

3) Social-related 4) Individual-related

By viewing these four aspects of values, most of the scholars regard values as latent modes of thinking through people criticizing activities or results which also indicate the relationship between the evaluators and the one being evaluated. Yet, this relationship is supposed to be permanent as well as impactful for the follow-up behavior of evaluators (Roe & Ester, 1999).

Consequently, this thesis research proposes that values of every individuals would be influenced by the environment they dwell in which permanently form an everlasting state and moreover, impact their decision making depending on the different codes of conduct. Besides, the research would particularly focus on the discussion of work- related values according the main purpose addressed previously.

2.1.3 Work-related value & influence factors

Work value is a term relevant to the achievement or goal of occupation, and more of a demand derived from the inner of individuals and the attribute or nature people pursuing for while engaging in work-related activities which could as well represent the desire individuals eager for (Super, 1970). Apparently, the term means the attitude toward general occupation instead of that to the specific ones and furthermore, these mindsets are accumulated from gradual socialization (Wollack, 1971). However, one of

(19)

10

the domestic scholars defines that work value is the value intention reacted by employees toward specific jobs, meaning, affiliated norm, ethic and behavioral standard (吳聰賢, 1983). As a result, both overseas and domestic scholars have their claims on the definition of work-related value, which are currently still on the debate and not yet delimit to a conclusion.

When it comes to dealing with the factors that would have a significant impact on work values, we could talk about numerous elements such as age, gender, or education level and so forth in the territory of employee attribute. On the other aspect, the quality, salary, annual salary or income of the occupation itself would also create effectiveness to the work values possessed by every individuals.

In terms of gender, female tends to consider more about the guarantee, stability, sense of security, and availability of their occupations (洪瑞斌、劉兆明，2003). On the opposite side, male has the tendency to fulfill their ideality as well as career success while female hopes to establish social relationship and to gain economic independence throughout working experience and ultimately to achieve stability in work (黃同圳，

1993).

For the age aspect, it is whether the occupation is interesting or not matters the most for applicants, but there are still some surveys claim with trivial different results (Harpaz, 1990); Employees above age forty-five place more importance on inner value of occupation compare that to employees under age twenty-five (劉博民，1990). For instance, employees above age 50 attach more focus on social position within the company or organization (段宜廷，1999). What is more, not only family background could make a profound impact on work values of young applicants, but also their previous working experiences, like working part-time in convenient store, bubble tea

(20)

11

shop and so forth (Loughlin & Barling, 2001).

In the aspect of educational level, people with higher educational level less consider about the stability of their occupation or promotion opportunity as they acquire more confidence and assurance on their working capability, and on the contrary, they place more significance on hours of duty (Lincoln & Kallegerg, 1990). Besides, people with higher education received tend to care more about work independence instead of focusing on building social relationship or weaving connection with their colleagues (Lincoln & Kallegerg, 1990).

2.1.4 Job Engagement

The term “job engagement” is very first proposed by Lodahl and Kejner (1965), who defines as an importance of one identifies his or her occupation or being satisfied with one’s self-image correspond with the job, and in addition, points out that job engagement is the degree of job performance influencing personal dignity (Lodahl &

Kejner, 1965). Under the circumstance before stating this definition is that job engagement is a work-related value developed by experiencing the early socialized process. To be more precise, if an individual fail to convert his or her work value, job engagement then would not be changed as well along with the change of work (Lodahl

& Kejner, 1965).

Nevertheless, other scholars believe that the definition of job engagement, defined by Lodahl and Kejner creates a contradiction and confusion between terms like job satisfaction, intrinsic motivation with job engagement (Lawler & Hall, 1970). Intrinsic motivation relates to when ones strive for performing eminently in occupation in the condition of acknowledging a payback or reward in advance (Lawler, 1969). Therefore,

(21)

12

when one achieves a sense of self-growth, yet demonstrate decent performance within the organization, the momentum that accelerates this behavior is intrinsic motivation, which is what Lawler and Hall regard the definition addressed by Lodahl and Kejner manage to represent (Lawler & Hall, 1970 ). Also, job satisfaction, job expectation and actual satisfaction all three terms have positive correlation. The smaller the difference between the three terms are, the higher job satisfaction would be. However, job involvement is still essential whether the occupation plays an important role to his or her self-image or not (Lawler & Hall, 1970).

Another scholar, Kanungo thinks that the previously explained definitions remain extensively broad so he separates and categorizes the term “engagement” into two sections, which are job involvement and work engagement (Kanungo, 1982).

According to Kanungo (1982), job involvement occurs under particular working environments. On the contrary, work engagement only occurs under general working environments. He then defined the previous term originated from one acknowledging his or her current occupation as meaningful or expected job, and however, the latter term is defined as the importance work plays in one’s life which is the product functioned after the course of cultural limitation as well as socialization (Kanungo, 1982). By comparing both terms and differentiating them, job engagement is movable as the level of dedicating into work alters, needing and satisfaction level increase.

Consequently, job engagement would be enlarged (Kanungo, 1982).

2.1.5 Turnover

The term, turnover in human resources means the departure of current occupation with the termination of contract with the company or organization. Normally, there are

(22)

13

two types of turnover in the field of human resources, the first one is involuntary turnover or the so called dismissal. This term can be described as an employee repelling or being laid off by the organization or company currently work for at the moment when they fail to profitably run business operation or management tasks. The second term is voluntary turnover, which apparently means an employee willing to leave his or her position within an organization or company due to personal reasons or other external factors.

What is more, the term could also be translate into an action of employee, who receive dollar salary voluntarily and officially terminate his or her identity within the company or organization (Mobley, 1982). Turnover represents an individual confirms a negative decision to his or her current occupation after a period of consideration which means the individuals completely break away from the benefit and duty assigned by the occupation (余杏容，1977).

Types of turnover categorized as following definitions (曹萃栩，1984):

1) Voluntary turnover - Employee decides to make departure from the company due to personal reasons, such as, relocation, advanced studies, and so forth. Moreover, Influences involving organization-related factors are the dissatisfaction of salary, welfare, poor relationship with chief or director and other related issues could also lead to employee seeking for leaving the organization. Overall, this behavior is regarded as “resignation.”

2) Involuntary turnover – Employee unwillingly or having no other choice but forced to dismiss from the organization or company due to organizational decision, such as lay off or manpower reduction belong to this type of situation.

(23)

14

According to this thesis paper, the mentioned “turnover” type is classified as voluntary turnover which millennial applicants make their decision for leaving 85℃

brand coffee company owing to their personal reason or the unstable work values.

Todor (1979) claims the term “turnover” should be viewed from the point of view of organization which further sorts out two types of turnover sections (Dlato & Todor, 1979).

1) Dysfunctional turnover: The situation could be depicted as when an employee is willing to leave the company and however, the organization has the intention to retain this talent because losing an elite employee would result in disadvantages or bringing down organization’s performance. For instance, a veteran employee of 85

℃ coffee shop decides to leave and heading for other company because of better paid. But viewing from the company itself, losing this experienced talent could lead to poor human resource management as well as down fall of service performance.

Therefore, the company possesses high intention to manage to retain this elite worker for the sake of benefit of the organization.

2) Functional turnover: On the contrary, the term “functional turnover” means the

organization has no intention of retaining employees who are willing to leave the company because these types of employees perform poorly in engaging their working positions. To simply put, these types of employees are evaluated as poor human resources who could bring negative impact to organizational effectiveness.

(24)

15

2.1.6 Turnover intention

The term represents the attitude or overall performance inclines depart current working environment (e.g. organization, company, etc.) to search for other working opportunity (Miller, 1979). To be more precise, it is a series of measurement or evaluation before employees actually execute the behavior of resigning his or her position (Miller, 1979).

Mobley (1978) proposes a turnover model, which represents turnover intention is the independent variables of actual turnover behavior. The intensity of individual’s turnover intention would affect how his or her turnover behavior perform.

The following model is excerpted from Mobley (1978) turnover model:

Figure 2. Turnover Intention Model

Source: Mobley, W.H. (1978). “An evaluation of precursors of hospital employee turnover”, Journal of Applied Psychology, 63(4), p.410

Age & Annual salary

Job satisfaction

Notion of turnover

Intention of seeking other occupation

Possibility of searching for occupation

Turnover intention Turnover behavior

(25)

16

Mobley (1979) further induces seven factors that have direct influences and correlation with turnover intention instead of job satisfaction in accordance with

scholars’ research aiming at turnover intention factors.

1) Population statistical factors and characteristics 2) Overall working satisfaction

3) Organizational and working environmental factors: salary, promotion or relationship with colleagues

4) Occupational content factors: Satisfaction toward the work itself and the process 5) External factors: Financial condition

6) Occupational behavior: Blue-collar and white-collar have different turnover intention

7) Behavioral willingness, organizational commitment and job involvement

2.2 Correlation between Work value, job engagement and turnover intention.

2.2.1 Work values and turnover intention

Dependent variables influenced by work-related values include working attitude (job satisfaction, job engagement, and organizational commitment), working performance, turnover behavior and working motivation and so forth. Fishbein (1986) states that work values would primarily affect work attitude of an individual (job engagement), then would make impact to behavior intention (turnover intention) and lastly resulting in actual turnover behavior (absence rate, job performance). Other than that, Locke and Henne (1986) also indicates that work values would firstly influence

(26)

17

ones’ willingness or their goals in their occupation which further potentially limiting their endeavor level or job performance (Locke & Henne, 1986).

2.2.2 Job engagement and turnover intention

A scholar has found that whether employees are able to gain other working opportunities could not eventually effectively forecast their turnover intention in accordance to the research study dealing with job satisfaction, job engagement and turnover intention aiming at the target of employees engaging in enterprises around Taipei district (石樸，1991). However, involving with variables like labor condition, job satisfaction and job engagement present negative correlation with turnover intention while variable like the intention of searching for other working opportunities appears to have a positive correlation with turnover intention (石樸，1991).

Rabinowitz and Hall (1977) claim that the outcome of job engagement includes job satisfaction, job performance, turnover intention, absence and achievement and more. The job engagement comprehensive model is as follows:

Figure 3. Job engagement comprehensive model

Source: Rabinowitz, S.L. & Hall, D.T. (1977), Organizational Research on Job Involvement, Psychological Bulletin

Moreover, Kanungo (1983) deems that when job engagement decreases to a Personal attributes

Working situation

Job engagement

Job engagement results Job satisfaction

Job performance Turnover rate Absence rate

Sense of achievement

(27)

18

certain degree, job alienation would be increased or produced from viewing job commitment on a different angle. Conversely, when job alienation is decreased to a certain degree, job engagement would be created (Kanungo, 1983). By putting concentration on job alienation, Kanungo (1983) claims that both of job alienation and job engagement are two points of extreme on the same job attitude construct. Therefore, when an employee increases his or her level of dedicating into work, one’s job alienation would consequently decrease which would also lead to the drop of turnover intention (Kanungo, 1983).

Brown (1996) advances cause, correlation and result of job engagement.

Independent variables include personality, job identity, role ambiguity; intervening variables includes personal variability and career commitment; Dependent variables includes job behavior and outcomes (absence rate, job performance) and job attitude (turnover intention, job satisfaction) (Brown, 1996).

(28)

19

Chapter 3 Methodology

3.1 Case brand company introduction & history

85℃ coffee brand is currently a worldwide prestigious coffee enterprise. Due to the intense competitiveness throughout catering industry, only several brands or companies are able to make their way to survive with distinctiveness. And because of the brand’s successful management philosophy, namely, quality, professionality, creativity and responsibility, the brand create its way to nowadays success in massive chain business.

In July 2004, the brand operated its first direct selling store in Taipei, then managed to expand the brand’s franchise application with high efficiency operating strategy to path the way to globalization. Around December 2005, the brand spent 350 million to establish the very first research center and central factory in middle part of Taiwan. Finally, 85 entered into Australia, Sydney and started their oversea chain ℃ store. What is more, the brand also entered into China market in Shanghai. Later the first oversea central factory was chosen and established in Australia, Sydney. With its success on oversea expansion, the brand finally reached the U.S. in South California.

As a result, in the official name of KY, the brand become listed company which showed how successful the company has achievement by adding up values into the brand itself by well-implementing and combining product structure with information system and marketing activities.

Up until September 2013, 85℃ has expanded approximately over 800 chain stores globally. Yet, the group was ranked second place in 13^th Service Prize held by Next

(29)

20

Magazine, Chain Coffee Store category and so many other more remarkable prizes have shown the drastic growth of the group’s effort as well as dedication devoted into service industry.

3.2 Research structure & hypotheses

This section would be introducing the research structure of the quantitative method as well as hypotheses proposed for further analysis correlate to the topic.

3.2.1 Research method & structure

I am using quantitative research to investigate and to further evident and support my topic about the correlation between work value, job engagement and turnover intention.

This research mainly discusses employees’ working values in the chain store of 85℃ coffee brand and further understand whether working value and job engagement would affect turnover intention or not. Therefore, work values is independent variables, turnover intention is dependent variable while job engagement playing the role of mediating the relationship between both variables, and lastly, personal attribute is control variable. The structure chart is as following:

(30)

21

Figure 4. Conceptual framework

3.2.2 Hypotheses

In this section, I would be introducing 4 hypotheses, the first hypothesis is associated with the relationship between work values and turnover intention. Yet, the second and third hypotheses are related to personal attributes and turnover intention.

Last but not least, the fourth one is relevant to personal attributes, work value, job engagement and turnover intention, which offers a rather complicated, in-depth argumentation.

3.2.2.1 Work values & Turnover intention

According to the previously discussed literature review about the correlation between variables related to work values and job engagement, it is confirmed that both variables have a certain connection. As the mediating role, job engagement as work values represent the mindsets as well as attitudes of individuals so as to achieve goals which would effectively influence their level of dedication towards works (Super, 1970;

Wollack, 1971; 吳聰賢, 1983).

According to literature review, Fishbein (1986) states that work values influence

(31)

22

ones’ working attitudes, which would consequently affect turnover intention, then resulting the final actual behavior of the intention (Fishbein, 1986; Locke & Henne, 1986). Especially for work values possessed by millennials in this generation, youngster between 1980 to 2000 are often depicted as confident to arrogant, which their unique characteristics somehow create vague boundary or contradiction to the trait of achieving their dreams, personal goals and ideality (Cekada, 2012). Therefore, this thesis paper proposes the first hypothesis as following:

H1: Work value held by millennials has a negative relationship to turnover intention.

3.2.2.2 Personal attributes & turnover intention

According to literature review, scholars claim that job engagement has negative correlation to the outcomes of turnover intention, such as job performance, absence rate, turnover rate and so forth (Rabinowitz and Hall, 1977; 石樸，1991). Besides, personal attributes like gender, age, educational level and many other elements are claimed to have distinctive relation with job engagement, which individuals are to be influenced by different personal attributes while engaging in occupation associated with their mindsets based on a variety of experience (洪瑞斌、劉兆明，2003; 黃同圳，1993;

劉博民，1990; 段宜廷，1999; Lincoln & Kallegerg, 1990; Loughlin & Barling, 2001).

With the characteristics of millennials being elaborated previously, it could be predicted that attribute factor of gender shows huge difference among others in terms of influencing the engaging level of millennials indulging toward job engagement.

According to overseas scholar Robinowitz & Hall (1977), it is assured that job engagement, personal attributes and working condition have inter-influence to some

(32)

23

degree throughout literature review. The scholars deem that factors like personal attributes and working condition are the one of the most effective elements to make impact to job engagement (job performance, job satisfaction, etc.), lastly lead to actual turnover intention (Rabinowitz and Hall 1977). In accordance to the literature review, millennials, who are females have the tendency to place more importance on seeking independent on stability, sense of security and also the availability relating to occupation (洪瑞斌、劉兆明，2003). On the other hand, male are reported to possess the inclination of fulfilling personal career and ideality while female pursue economic independence as well as stability (黃同圳，1993). As a result, this paper proposes the second hypothesis:

H2: Personal attribute of gender of millennials has negative relationship to turnover intention.

What is more, in terms of educational level, people who received higher educational level are seemed to result in lower turnover intention because people with higher education received tend to care more about work independence instead of focusing on building social relationship or weaving connection with their colleagues (Lincoln & Kallegerg, 1990). However, youngsters in millennial generation have an opposite tendency of that compared to people in older generation at present state which most of them began to start gaining the work value mindset to seek for better position in better company. Although it is confirmed that the current state of employee market in service industry still countering the problem of high turnover rate in terms of employees, the phenomenon of seeking part-time job becomes one of millennial generation’s life-style spontaneously which could be explained that this group of people aims to achieve independence on economic term. And as they grow with advancing

(33)

24

higher educational level, they seek even more merely than economic independence with engaging in part-time occupation which the higher achievement could be entering prestigious company or organization with better treatment as well as working environment. In this sense, the people under millennial generation with higher educational level received are inclined to create higher turnover intention in terms of service industry. Consequently, I would like propose the third hypothesis as following:

H3: Personal attribute of educational level of millennials has positive impact on turnover intention.

3.2.2.3 Personal attributes, work value turnover intention

In order to take the topic into deeper analysis, it is a necessity to discuss multiple variables involved in research paper, which aims to find the correlation between personal attributes of age, gender, educational level, work value and turnover intention as the fourth hypothesis. Unlike unitary analysis, this multiple discussion aims to hope for bringing valuable conclusion so as to achievement a certain degree of contribution in both management field as well as service industry in Taiwan. Consequently, the fourth hypothesis is proposed as following:

H4: Personal attributes of age, gender and educational level, work value, have significance correlation to turnover intention.

3.3 Research measurement

This research manages to utilize quantitative approach to carry out in-depth survey.

With profoundly viewing and discussing numerous literature reviews from both domestic and oversea scholars, the questionnaire titled “The correlation between work

(34)

25

values of millennials, job engagement and turnover intention – Take 85 coffee chain ℃ shops as an example” is finally designed as following:

3.3.1 Process of questionnaire development

The questions of questionnaire are primarily collected and categorized into several constructs involving factors associating with discussion throughout literature review.

Thus, final questions are decided and be chosen appropriately after prudently adjusting and reviewing with my supervisor spontaneously. Moreover, the initial draft has also been approved and slightly modified by experts and been proven of its reliability as well as validity through SPSS software. Consequently, the official questionnaire is completed.

3.3.2 Content of questionnaire

The questionnaire is separated into four main sections, namely, personal attributes, work values, job engagement and lastly turnover intention. Every single question in each construct is prepared as single-multiple choice for subject to answer and the actual questionnaire would be executed in Chinese language for test subjects to complete which apparently the English version would be provide in the thesis paper.

Below are the brief introduction of constructs in the questionnaire, depicted as following:

1. Basic information (Personal attributes):

The part is consisted of in a total of 6 personal variables, such as, gender, age, marriage, educational level, service seniority and job position. Detailed categories are listed as following:

1) Gender: This factor is differentiated as men and women.

(35)

26

2) Age: According to the focus of this topic discussion, I mark off a standard from 18 to 38, which is the age range of millennials in order to better concentrate on this group of generation in the survey. Therefore, there would be options shown in the following chart:

Table 1. Personal attribute of age

Age Under 17 18-25 26-38 39-45 Above 46

3) Marriage: This part is separated into to married, unmarried and others so as to understand the family background of test subjects.

4) Educational level: This part is separated into 5 options, namely, under junior high, junior high, senior high, college and above graduate school.

5) Service seniority: Owing to the high turnover cycle in modern industry, the option given initially begins with 6 months, and the rest options are listed down below:

Table 2. Service seniority

Seniority 6 months 6 months-1 year 1 year-2 years 2 years above 6) Job position: This portion is divided into 3 options like full-time, part-time and

others. The third option could be related to positions like chief manager employee in the shop.

3.4 Questionnaire scale design

This section would be introducing the design of the questionnaire scale, which includes job engagement scale, work value scale and turnover intention scale.

Excluding basic information part, which is consisted of 6 questions, the rest of questionnaire holds in a total of 24 questions.

(36)

27

3.4.1 Work value scale

This research utilizes work value scale originally designed by Wu (1996) (吳鐵雄，

1996) which is categorized in two sections, the terminal value and instrumental value.

For purpose value, the scale is split into self-growth orientation, self-actualized orientation and dignity orientation; Instrumental value is sorted into social interaction orientation, organizational safety and economy orientation, stability and freedom from anxiety orientation and last but not least, leisure health and traffic orientation of 8 types, which the Cronbach’s α value is 0.912. Also, this questionnaire uses Likert scale for execution as scoring standard. By hitting the score of 5 point, the more positive work value millennial employees would gain, the lower turnover intention they would get.

On the opposite, the lower the scores are, the more negative work value they would gain, which resulted in higher turnover intention. The questions relating to work value scale are listed as following:

Table 3. Work value questionnaire

Construct Question

Work value

1. I am able to gain substantial knowledge to take myself to another level while working.

2. I am able to overcome difficulties and resolve problems to achieve personal goals through developing and exceling potential while working.

3. I am able to receive a sense of self-respect as well as the sense of self-satisfaction while working.

4. I am able to receive or being rewarded others’ respect while working.

5. I am able to feel a sense of responsibility and morality to contribute meaningful affairs to social public or society while working.

(37)

28

6. I am able to avert from anxiety, fear, intensity, danger and threat while dedicating into work.

7. I think the working environment should be comfortable and located in a place for employee to commute conveniently.

8. I am able to establish or maintaining respectable social relationship with colleagues in harmony within working unit.

9. Regarding to my occupation and position, I think the remuneration and treatment is balanced and fair.

10. I think the occupation offers full-coverage labour insurance as well health insurance.

3.4.2 Job engagement scale

This research utilizes the definition of Kanungo (1982), who deems that job engagement is the result of whether demand is satisfied or not. When one acknowledges his or her level of demand being satisfied increases, job engagement also increases. On the contrary, when the satisfaction is low or decreases, the latter becomes low or decreases. Under such situation, it is indicated that job engagement is movable which depends on personal acknowledgement as well as cognition of working environment.

In Kanungo (1982) job engagement scale, there are in the total of 10 questions, which the Cronbach’s α value is 0.818. Besides, in this research questionnaire, Likert Scale is utilized to initiate my quantitative research, which sorts in a total of 5 terms, such as strongly disagree, disagree, no comment, agree and strongly agree. The questions relating job engagement are listed as following:

Table 4. Job engagement questionnaire

Construct Question 1. I am willingly to share my working experience with colleagues

within the unit.

2. I am willingly to pay extra effort to enhance my job performance

(38)

29

Job Engagement

to pursue better job achievement.

3. I often propose suggestion and recommendation while indulging in my occupation.

4. I am able to find my interest and joy within the occupation.

5. I spend most of time dedicating into work.

6. I am able to complete the assigned task on time according to my schedule.

7. As an active learner, I never give up on encountering difficulties and would manage to solve problems.

8. Devoting myself into the occupation means significant to me.

9. The occupation plays an essential role in my life.

10. I think the occupation represents a small portion of my life.

3.4.3 Turnover intention scale

This research utilizes the scale drew by Huang (黃開義 1984), which the turnover intention scale is designed according to Mobley (1978) model. This section has 4 questions, which Cronbach’s α value is 0.677 and also uses Likert’s five-point scale, which classified as strongly agree, agree, normal, disagree and strongly disagree. The higher the score is, turnover intention becomes higher. The questions relating turnover intention are listed as following:

Table 5. Turnover intention questionnaire

Construct Question 1. I often consider resigning this occupation.

2. I frequently seek for other job opportunities.

(39)

30

Turnover intention

3. According to my age, educational level, financial condition, I think there is a high possibility for me to locate a better position in other company or job.

4. If there is an opportunity for better occupation, I will consider resigning the occupation.

(40)

31

Chapter 4 Research result & data analysis

4.1 Research subject & Data analysis

This part would be bringing the description of the survey information as well as analytic methods utilized for breaking down collected data. Thus, collected data would be analyzed with several different analysis, namely, reliability, validity, descriptive analysis, Pearson correlation test, paired sample-t test for examining the first three hypotheses. Yet, the fourth method of regression analysis would be implementing to test on the fourth hypothesis. All analyses would be running through IBM SPSS statistics 22 for processing tool produced by IBM Company.

4.1.1 Research subject

This research aims at current and resigned employees from 85℃ coffee shops around Taiwan districts from which to randomly select subjects to advance the questionnaire. On the aspect of data analysis, I firstly use SPSS statistical software published by IBM Company in order to test both the reliability and validity of the questionnaire which is essential for the designing to be efficient and trust-worthy in terms of research accuracy and professionality.

4.1.2 Sampling method & estimated sample size

The approach to test of this questionnaire is to execute cluster random sampling method in order to extract test sampling subjects. By following the indicated unit of number of people, I randomly selected 35 subjects and successfully retrieved in a total of 31 effective questionnaires, which the retrieving rate is estimated 88%. The result is quite satisfying because the pre-estimated number of questionnaire in advance is

(41)

32

anticipated to approximately 25 effective survey data in accordance with the chosen 35 test subjects.

4.1.3 Reliability

This section would be breaking down the data analysis on 3 scale of questionnaire in order to test the reliability as well as validity for professionality and accuracy on question design. The research uses Cronbach’s α coefficient to measure the consistency between questions in questionnaire. According to the suggestion by Cuieford (1965), when α value becomes bigger than 0.7, it is regarded as high reliability, when α value sets between 0.7-0.35, the reliability is acceptable, when α value becomes lower than 0.35, this factor should be excluded (Cuieford, 1965). Therefore, it is a necessity for a well-designed questionnaire to be possessed high reliability by examining through the test and deleting low reliable questions in order to increase the consistency of questionnaire.

4.1.3.1 Reliability on work value scale

According to the pre-test of the first 5 data collected from the questionnaire, the Cronbach’s α value appears to be 0.912. All 10 questions are proved to be effective which all of them would be contain in the work value scale. The organized chart is shown as following:

(42)

33

Case processing summary (Proportion: All variables)

Table 6. Reliability of work value scale

N %

Cases

valid 5 100.0

Excluded 0 0

Total 5 100.0

Statistics of reliability

Table 7. Statistics of reliability on work value scale

Cronbach’s Alpha item

.912 10

4.1.3.2 Reliability on job engagement scale

According to the pre-test of the first 5 data collected from questionnaire, the Cronbach’ α value is 0.818, which also represents the reliability in job engagement scale is high and effective. Yet, all 10 questions in the scale would be included in job engagement part. The organized chart is shown as following:

Table 8. Reliability of job engagement scale

N %

Cases

valid 5 100.0

Excluded 0 .0

Total 5 100.0

Table 9. Statistics of reliability on job engagement scale

.818 10

(43)

34

4.1.3.3 Reliability on turnover intention scale

According to the pre-test of the first 5 results data collected from questionnaire, the Cronbach’s α value is 0.677, which also indicates the high reliability of questions in turnover intention scale. The organized chart is shown as following:

Table 10. Reliability of turnover intention scale

N %

Cases

valid 5 100.0

Excluded 0 0

Total 5 100.0

Table 11. Statistics of reliability on turnover intention scale

.677 4

In conclusion, the entire 24 questions designed within the questionnaire have high reliability, which Cronbach’s Alpha values are 0.912, 0.818 and 0.677, which are all higher than recommend Cronbach’s Alpha value 0.6 stated by Fornell and Larcker (1981) through the pre-test analysis of SPSS statistics software from the first 5 test subjects (Fornell & Larcker, 1981). Even with the entire 31 effective questionnaire results, the reliability of the 3 main scales are respectively estimated into 0.837, 0.876 and 0.803 which the reliability are higher than the results from pre-test.

4.1.4 Validity

In order to test the validity of the designed questions, Pearson product-moment correlation coefficient test is utilized at the beginning for finding out the correlation between the 3 constructs. For the construct validity, 3 new variables of the main

(44)

35

constructs are inserted, which are work value, job engagement and turnover intention.

Yet, input the variables into Pearson test through SPSS software and finally the correlation are calculated as following:

Table 12. Pearson correlation test

Work value Job engagement Turnover intention Pearson

correlation

Job engagement

0.666

Turnover intention

-0.198 -0.258

Sig. (two- tailed)

Work value 0.000 0.286

Job engagement

0.000 0.161

Turnover intention

0.286 0.161

N

Work value 31 31 31

Job engagement

31 31 31

Turnover intention

31 31 31

From the previously mentioned reliability of the 3 main constructs, they are known as 0.837, 0.876 and 0.803 Cronbach’s Alpha values, which all of them are bigger than 0.7 to have convergent validity. Moreover, all of the reliability value (α) are bigger than the correlation coefficient (r) which represent that the relationship between the 3 constructs have discriminant validity.

Overall, since the variables are estimated to have convergent validity as well

(45)

36

discriminant validity, construct validity is also acquired, which provides the evident to the validity of questions in questionnaire.

4.1.5 Descriptive Analysis

This research utilizes frequency distribution, percentage, average and standard deviation so as to execute descriptive analysis. Aiming at breaking down and better knowing the original basic information of the questionnaire which the basic features and actual condition of retrieving questionnaire relating to results of test subjects would be concisely presented into descriptive approaches of showing the data situation.

4.1.5.1 Personal attributes

The distribution relating to population statistics variables are listed as following with description:

1. Gender: According to the results of frequency distribution chart, it is shown that the retrieving samples of female test subjects are slightly higher than that of male test subjects, which the former variable has 54.8% (17 samples) while the latter has taken up 45.2% (14 samples) among the 31 samples.

2. Age: According to the result, the distribution of age of the research goes as the ages of test subjects lower than 17 appear to be 0%, ages between 18-25 account for up to the majority of 77.4% (24 samples), which indicates that employees between age 18-25 have the higher inclination of engaging into occupation in 85℃coffee shops compare to that of other ages. Test subjects between age 26-38 account for around 19.4% (6 samples), and only 3.2% (1 sample) of the test subjects are within the range between age 39-45. The overall distribution has the indication that people who were born in age 18-38 engage in 85℃coffee shops, that is , the generation of millennials.

3. Marriage: According to the distribution chart and the statement claimed in the

(46)

37

age section, it could be indicated that millennials are the concentrated human resource in the service industry like 85 ℃ coffee chain stores. Therefore, percentage of the unmarried test subjects accounts for up to 87.1% (27 samples), which seems coherent with the phenomenon of millennials engaging into 85℃ coffee shops. Besides, around 12% (4 samples) of employees are married according to the data results.

4. Educational level: The majority of test subjects are centralized in college level of education, which accounts for about 64.5% (20 samples). This could also indicate that millennials who engage in 85℃coffee shops are mostly college students. The second largest proportion in this section is the people received education level at graduate school, which takes up approximately 25.8% (8 samples). Thirdly, people who received the lowest education level remains at 9.7% (3 samples) which is at the level of high school. As a result, the main educational level of employees working at 85℃lies in the level of college which could further indicate that more and more millennials within the educational range of college have the tendency to spare effort both into work and study spontaneously.

5. Service seniority: The survey result shows that the majority length of employees contributing into 85℃coffee shops lies in seniority of 2 years or above which takes up to 48.8% (15 samples). Moreover, seniority length under half year is considered as secondary most distributed, 22.6% (7 samples).

Length between half year to 1 year accounts for 16.1% (5 samples) and lastly, seniority length ranged from 1 year to 2 years takes up around 12.9% (4 samples).

6. Position: In terms of position, most of the employees are working in 85℃

coffee shops as part-time job which are perhaps college students. As the result

(47)

38

shown, 67.7% (21 samples) of employees are in the position of working part- time and viewing from this outcome, it could be indicated that employees whose educational level at college hold the mindset or value of pursing engaging in part-time occupation while studying. For the position of full-time, there is also an indication that merely 25.8% (8 samples) of the survey employees are perhaps regarding the occupation of 85℃coffee shops as their

“real” job compare to the majority of employees under the position of part- time. Lastly, there comes to 6.5% (2 samples) associating with the position like chief store manager or assistant store supervisor and so forth. Overall, it could be predicted that the occupation of 85℃is seen as more like a part-time job for millennials domestically in the modern society which is also a common phenomenon regarding to service industries like other similar coffee or bubble tea shops.

Table 13. Descriptive analytic chart of personal attributes

Research construct Category Frequency Percentage (%)

Gender

Male Female Total

14 17 31

45.2 54.8 100.0

Age

Under 17 18-25 26-38 38-45 Above 46 Total

0 24 6 1 0 31

0.0 77.4 19.4 3.2 0.0 100.0

Marriage

Unmarried Married

27 4

87.1 12.9

(48)

39

Others Total

0 31

0.0 100.0

Educational level

Under junior high Junior high

Senior high College

Graduate school or above Total

0 0 3 20 8 31

0.0 0.0 9.7 64.5 25.8 100.0

Seniority

Under half year Half year to 1 year 1 year to 2 years 2 years or above Total

7 5 4 15 31

22.6 16.1 12.9 48.4 100.0

Position

Full time Part time

Others (store manager…etc) Total

8 21 2 31

25.8 67.7 6.5 100.0

4.1.5.2 Workvalue construct

In accordance with the work value scale mentioned in scale design section, the research utilizes the scale model originated by Wu (吳鐵雄，1996), who categorized work value construct into 8 types listed as following shown in the figure 18. Therefore, this part aims to calculate the minimum value, max value, average value and standard deviation through descriptive analysis according to the provided constructs attached to each questions in questionnaire. The organized chart is given down below:

(49)

40

Table 14. Descriptive statistics 1 Work value constructs

(followed by questions)

N Min. Max .

Average Standard deviation

1. Self-growth 31 2.00 5.00 4.1290 0.80589

2. Self-actualization 31 2.00 5.00 4.0968 0.78972

3. Self-dignity 31 3.00 5.00 4.0968 0.65089

4. Dignity 31 2.00 5.00 3.7742 0.84497

5. Social interaction 31 2.00 5.00 3.7097 0.78288

6. Freedom from anxiety 31 1.00 5.00 3.3548 0.95038

7. Traffic 31 2.00 5.00 4.2581 0.77321

8. Social relationship 31 3.00 5.00 4.3871 0.76059

9. Economic stability 31 2.00 5.00 4.2258 0.84497

10. Leisure health 31 3.00 5.00 4.6774 0.54081

Valid N (listwise) 31

By observing and focusing on the average and standard deviation in the chart, it is shown that the highest score with 4.6774 in terms of average segment is question 10 relating to leisure health and also got the lowest standard deviation score with 0.54081 which could be indicated that most of the employees (test subject) engaging into 85℃

coffee shops strongly agree the comprehensive labor and health insurance offered by the company or organization with high satisfaction and yet, the result is distributed in a highly centralized degree. The second highest average score goes to question 8 relating social relationship within the company which has the score of 4.3871 and the standard deviation score of 0.76059. Therefore, the construct could be indicated that most employees agree with the harmonious atmosphere and social relationship between colleagues are satisfied or they enjoy indulging in such particular working environment

(50)

41

which workers respect and support each other in terms of working tasks. Moreover, question 7 relation to traffic are also considered as importance for employees working in 85℃coffee shops whose has an average score of 4.2581 and standard deviation score of 0.77321. Employees also have a certain agreement on the comfortable working environment offered by 85 ℃ coffee shops as well as the location convenience associating with traffic issue; Economic stability has the average score of 4.2258 and standard deviation score of 0.84497 which both scores disclose employees place an average-above agreement on being satisfied with their currently paid wages or salaries.

However, the distribution appears to be quite dispersed according to the score provided which thus indicates some employees are satisfied with the financial stability given by 85℃ coffee brand organization which could be related to employees with position of full-time. On the other hand, it could also be indicated that some part-time employees are not quite satisfied with salaries received engaging in 85℃coffee shops because part- time shift are assigned with instability according to part-time employees’ schedule or plan; Self-growth has an average score of 4.1290 and standard deviation score of 0.80589. The scores could be indicated that employees has a certain degree of gaining brand new skills or knowledge while contributing into tasks under the brand’s shops which the working experience allows them to excel their personal improvement; Both question 2 and 3 have the same average score of 4.0968 but different on standard deviation scores, which the former has the score of 0.78972 and the latter scoring 0.65089. Both constructs have the under-average score which could be indicated that employees do not quite agree with the matter of working in 85℃coffee shops could achieve self-actualization as well as self-dignity; Question 4 relating to dignity has the average score of 3.7742 and standard deviation score of 0.84497 which not quite many employees agree with being rewarded or complimented by colleagues after